The Most Important Thing For Your Sales Process in 2026

Our focus today is going to be on the go-to-market side of things and the foundations of our Revenue Advisory offering.

Everyone knows they need to have leads from cold traffic to be able to grow their company.

The problem with cold traffic, is that even though they may have booked in a time to go speak with you or one of your reps, they don’t necessarily know, like, or trust you yet.

That means, if you don’t build out what I am about to speak on, you have leads showing up to calls not knowing:

1. Exactly what the call is about or what the topics are going to be

2. Not trusting you as being an authority figure

3. Skeptical about your results / proof

This is equivalent to setting money on fire for you or your sales reps who have to take these calls.

The solution to this problem is going to be building a world of pre-call assets.

Pre-call assets are documents, proof points, and sales collateral demonstrating more information about the problem your company solves, how they do it, and the results from doing it before.

You are essentially sharing little pieces of your “secret sauce” to show your leads “this is how we do things”.

Here is what usually happens when cold leads receive this information:

• They do their diligence and they read through some of your material. They look through some documents, they check out a case study or two, or dive into some of your “how to” guides about your process.

  • This let’s them show up to the call with you educated about what you do and how you help, and makes your call 2-10x better because you can spend the time on the call focusing on THEM and their fit for the offering.

This is the best case scenario you can work towards. This creates the most high quality, educated leads. These are the type of leads from cold traffic you want to work with.

The other side of this equation is the low intent leads:

• They briefly skim through your documents right to the pricing and cancel the call because you “charge too much”, or they don’t look at anything because they “didn’t have the time” and show up to the call not understanding anything about what’s going on.

  • These calls were never going anywhere. These are not the leads your company wants to be working with anyway. Best case they cancel the meeting before the call and save your reps time, worst case they show up and you tell them very quickly “this is not for you”.

If you’re reading this newsletter from me, my hope is that you have seen at least something from Breakout in the time you’ve been introduced to us.

Our Capital Advisory and Revenue Advisory offer stem as the main public facing documents I like to share, with lots of nuggets inside both of them explaining more about our service offerings and how we execute them.

I spend every day continuing to build out our world of assets with the end goal of making the sales process for our leads as clean, transparent, and easy as possible.

“How can I do this for my company?”

Our tech stack to execute these sales assets is extremely simple.

1. Calendly.com 

• When a call gets booked into our calendar, we use the integration settings in Calendly to automatically send out messages which are hyperlinked to our documents we build

  • If you’re new to building Calendly flows, look to “Workflows” to build your first one

2. Gamma 

• All of our document builds are done inside of Gamma. There’s no specific reason why, I just find them extremely easy to use, they look very clean and polished, and are very modern in terms of their technology features they’re rolling out to make the app better.

If you’re looking to build a sales pipeline in 2026 that can grow and scale efficiently without you or your sales reps hounding down leads individually, there is nothing better to do than to build out a world of pre-call assets to do it for you.

Thanks for reading, and if you have any questions about how you can carry this out for your company, shoot me a message and I’m happy to help.

Ryan Bryden
Breakout Capital Group